Kraft Heinz and The Walt Disney Company announced a long-term strategic partnership on Tuesday covering foodservice, media, and events, as detailed to Marketing Dive. Under the agreement, the two companies will collaborate on integrated marketing campaigns, digital content, and other brand opportunities across Disney's media platforms.

"Kraft Heinz and Disney are two companies deeply woven into family life," said Nicolas Amaya, President of North America at Kraft Heinz, in a statement. "This alliance is about showing up together at the most important moments—whether in the parks or at home—to deliver elevated experiences and storytelling that turn everyday meals into lifelong memories."

The partnership will span Disney's North American parks and resorts, cruise business, film studios, and streaming platforms. Ten Kraft Heinz brands, including Heinz, Philadelphia, and Kraft Mac & Cheese, will launch new menus, experiences, and products, including the first-ever Heinz condiment stations in the parks. The CPG marketer will also debut the "Heinz Flavor Ferry" at Disney's D23 fan event in Anaheim, California, from August 14 to 16, opening a brand "condiment vault" and giving away limited-edition pins to the first 570 visitors each day.

The two companies have launched a 360-degree integrated marketing campaign to promote the partnership. Titled "Together at Last," the campaign was created by Kraft Heinz's agency partner Rethink and spans video, social, and digital channels, anchored by the brand film "Meant to be Together."

The creative blends iconic elements from both brands: a row of Kraft Heinz products casts a shadow shaped like Cinderella's Castle; a child in "The Lion King" pajamas holds up a ketchup bottle as if it were Simba; a sandwich with Heinz mustard appears alongside "Toy Story" elements; Olaf from "Frozen" is assembled from Jet-Puffed marshmallows; and a Mickey Mouse silhouette is drawn with ketchup.

"You likely grew up with Kraft Heinz and Disney—both are not only iconic in their respective industries but also central to countless cherished moments across generations. 'Together at Last' is a celebratory expression of that, giving fans a glimpse into how everyday meals made with our beloved products pair with Disney's timeless stories, and how together they create memories to last a lifetime," said Todd Kaplan, Chief Marketing Officer at Kraft Heinz, in a statement.

For Kraft Heinz, the partnership is one of the company's latest marketing moves. Earlier this year, the companypaused plans to split into two companiesand has been seeking to return to growth. CEO Steve Cahillane said on anearnings callthat marketing investment increased 37% year-over-year in the three months ended March 28.

"We have reallocated funds to higher-return brand media, improved efficiency by reducing the number of media partners and increasing collaboration efficiency, and launched more consumer-driven creative," the executive said on the call. "Importantly, we are measuring direct sales impact and have seen clear improvement. According to the latest data, global advertising return on investment increased by 8 percentage points."

In March, Kraft Heinz announced a five-year agreement making it the NFL'sfirst global condiment partner. The partnership kicked off with anactivationduring the NFL Draft in April, aiming to drive incremental retail opportunities and expand Heinz's "Away From Home" foodservice business. Disney will simulcast Super Bowl LXI on ABC and ESPN and, according toreports, is seeking $10 millionfor 30-second ad spots during the game.

The owner of the Oscar Mayer brand has also launched itslargest-ever portfolio marketing campaign, tied to its participation as an official partner in the America250 celebration this summer. The "The United Tastes of America" creative spans digital, social, out-of-home, online video, and retail channels.